Strategy and stories: digital lessons from Effectiveness Week

Alan Saywood

This article discusses brand love in the digital age, arguing that although most people do not 'love' brands, driving brand affinity in marketing is still a crucial element in forming long-term relationships.

Strategy and stories: digital lessons from Effectiveness Week

Alan Saywood

There is no question that consideration for digital technologies has become a huge part of marketing strategies across the globe. Social media, online video and other digital services are now intrinsic to marketing itself. However, that doesn't mean all brands have adapted equally well. Sometimes clarification is needed to highlight what it is digital marketing actually does for brands and how brands can use it to best effect. This was the focus of Making Love in the Digital Age, a Kantar-hosted event during IPA Effectiveness Week, held in London in...

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